Marketing has long been a critical aspect of the technology sector, with companies vying for the attention of consumers and businesses alike. In recent years, the industry has undergone significant changes, driven by advances in technology and changes in consumer behavior. As a result, marketing strategies have had to evolve to keep pace, and marketers must adapt quickly to stay ahead of the curve.
We caught up with Acer EMEA’s Head of Marketing and E-Mobility Marketing Manager, Joumana Karam, to know more on how the sector has evolved for marketeers.
Technological advances reshaped the ICT marketing strategies
“In today’s digital era, digital marketing is the reigning king,” said Karam.
She highlighted that in the digital world, customers can search, compare, learn, comment, buy products online, and even create and share their own content.
Marketing strategies have undergone a significant transformation with the advent of social media platforms, as they provide valuable insights into potential customers and market trends. This has enabled businesses to gain a better understanding of the digital landscape, thereby facilitating the development of more effective marketing strategies.
“The focus is now on intervening at every step of the customer’s online journey, targeting the right audience, guiding them to the product, and closing the sale online or in-store,” explained Karam.
She added, “Advanced technologies make this process easier and more impactful, including the use of QR codes, AR/VR displays, and interactive projections to showcase products on the sales floor. As a result, businesses can take advantage of innovative ways to market their products and meet the changing needs of today’s consumers.”
Navigating a complex landscape
According to Karam, in the digital age, marketing a technology-focused product can be a complicated undertaking, with various challenges that can arise both internally and externally.
“Externally, businesses must identify the most effective marketing channels for each target market, ensuring optimal engagement to increase market share. The constant evolution of social media algorithms may also necessitate a re-evaluation of marketing strategies. Furthermore, in a highly competitive market, it can be tough to distinguish a technology product, making simplifying the messaging a daunting task,” she explained.
As for internal challenges, Karam noted that this often occurs when there’s a need to localise global campaigns or persuade management that investing in marketing will have a long-term impact on the brand, but not necessarily immediate sales numbers.
“Addressing internal processes and improving data analytics can also be important to ensure successful marketing strategies and to showcase results to management,” she said.
The evolution of the tech industry
In light of International Women’s Day, Karam also highlighted the transformation that the technology industry witnessed in terms of diversity and inclusivity.
“When I started working in IT, I was part of a minority. I was in fact the only female in the technical department of my first IT job! I have to say, it was never an easy path. I had to prove myself every step of the way and let my work/results speak for themselves.
I am still part of a minority, but I am no longer the only female. I see more and more HR initiatives advocating for a more inclusive workplace. I see more and more female CEOs and women sitting on the board of directors. I also see more male managers empowering female colleagues. But, we still have a long way to go especially since women are still underrepresented in the technology industry.”
Sharing her message to aspiring female tech leaders, Karam said: “Technology is a fascinating field that is constantly evolving and transforming the world around us. It is expanding and touching every aspect of our daily life and will have a big impact on our future. It’s important to stay curious and be eager to learn, even in challenging situations.”
